/ / Case Study
/ / Introduction
/ / Challenges Faced
A law firm embarked on a strategic overhaul of its lead-tracking mechanism to address a significant challenge. By integrating a sophisticated third-party system, the firm enabled the generation of dynamic phone numbers, facilitating detailed tracking of both incoming calls from this channel and organic search.
/ / Solution Implementation
To overcome this challenge, the law firm integrated a sophisticated third-party system into its lead-tracking mechanism. This system enabled the creation of dynamic phone numbers, facilitating intricate tracking of incoming calls from various channels, such as PPC and organic search.
Key steps included:
Phone Number Profiles: Establishment of dynamic phone numbers to track distinct sources of incoming calls.
Definition of Quality Lead: Quality of the leads were determined when the prospects booked a free consultation after their first call.
Integration with Google Ads: It integrated the third party system with Google Ads and could re-import only those which had high quality of lead dat
/ / Outstanding Results
The implementation bore fruit immediately, with February and March recording unprecedented performance:
February: 24 cases were signed up, and 12 of them proceeded to litigation.
March: Surpassed February with 30 case signups, 16 of which were litigation cases.
This indeed was very sharp progress from the average metrics recorded over preceding months, where the normalcy was 20 leads with only two litigation cases.
/ / Lessons Learned and Future Steps
This initiative revealed a crucial insight: the quality of leads was more important than the quantity. The firm appreciates the significance of precise lead tracking and data analytics for optimizing its Google Ads campaign. With this success as a foundation, the firm plans to further enhance its lead tracking and targeting strategies.
/ / Conclusion
The strategic pivot in the management of Google Ads significantly enhanced the lead quality for the firm, setting new benchmarks for success in marketing. This case clearly demonstrates the impact of targeted digital marketing strategies and the use of advanced analytic tools in achieving substantial improvements.